The beauty business trend is local

In the wake of the Covid-19 pandemic, an interesting trend has emerged globally - the rise of women wanting to work from home, and in particular to become cosmetics sellers in their friends, family and community networks. Cosmetics giant, Avon, which boasts 5 million commissioned sales agents globally, has reported a 114% surge in sign-ups from women interested in becoming cosmetics sellers during the recent lockdowns.  The company said the pandemic had prompted many people to look for new ways of earning cash, and that, amid a looming jobs crisis, more women were looking for opportunities to supplement their income. This trend could create interesting new market opportunities for women-owned African cosmetics brands to tap into this growing reseller interest at a local level. By accessing friends, family and local community consumer networks through commissioned local women sales agents, it could be a win-win. Women beauty business entrepreneurs need to grow new market opportunities for their products, and women need to find new ways of earning cash during these tough economic times.